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Take another look. That's what Ed Miliband wants you to do. To see him as he sees himself; as a fighter who can change the rules that have governed Britain these past 30 years - not just under Tory-led governments, but Labour too.

His speech was designed to sell both the man and the message to an electorate which has, so far, told pollsters that they're not that impressed.

At its core was a simple argument: that those who'd done the wrong things - whether business predators or welfare scroungers - had been rewarded, whilst those who did the right things suffered.

The prime minister was, said Mr Miliband, the defender of the old rules whilst he was "the guy" - his words - who would fight the closed circles that had run Britain for too long.

This was a day of no new policy announcements, a day when the Labour Conference booed the mere mention of Tony Blair, a day when the direction of travel of Labour became clear.

Many here in Liverpool cheered it. The Tory press is already pouring abuse on it. What will the country think?